Have an article on Chipotle's film Back to the Start airing during the Grammy's on the homepage of Modern Mom today. Here's just a tidbit:

Back to the Start

Chipotle Gives Food for Thought With "Back to the Start"

One of the biggest successes of the 2012 Grammy Awards on Sunday was Chipotle's short film "Back to the Start" - which aired as a commercial during the award show.
Encouraging us to "Cultivate a better world," the spot spotlights issues with factory farming and emphasizes the importance of a sustainable food system.

The stop-motion animated film depicts a farmer whose family farm has slowly evolved into a factory. In a moment of self-reflection, the farmer realizes that he must go “back to the start” and transition away from factory conditions and towards more sustainable farming methods. Directed by London-based Johnny Kelly, the film features Willie Nelson covering the Coldplay song "The Scientist." "Back to the Start" was the longest commercial to run during the Grammys in recent history and was the first time Chipotle ran a national television advertisement since the burrito chain’s inception in 1993.

“We are changing the way people think about and eat fast food,” said Steve Ells, founder, chairman and co-CEO of Chipotle. “We have always understood the importance of serving food that is raised right, but that is a difficult thing to communicate with the limitations of traditional advertising."
Check out the entire article at http://www.modernmom.com/blogs/kat-thomas/chipotle-gives-food-for-thought-with-back-to-the-start